Editorial: Sponsorship – Apolitical or a political tool?
Helen Day, Vice Chairman, ESA & Helen Day Consulting
Editorial: Sponsorship evaluation
Norm O'Reilly, Director and Associate Professor, Laurentian University
General Articles:
FedExCup sponsorship of new season-long competition delivers for PGA Tour and marketing partners
Chris Smith, Director of Public Relations, PGA TOUR Business
Advertising and sponsorship returns – the long-term investment plan
Bernard Chudy, Director of Marketing Science, Millward Brown
The conflict of selling multiple sponsorships: The NFL beer market
John Fortunato, School of Business, Area of Communication and Media Management, Fordham University and Jared Melzer, Sports Marketing Manager, University of Texas
Brand activation and ROI with Bluetooth in event sponsorship
Elaine Haines, Commercial Director, Hypertag
Sport at the heart of marketing: The integration debate
Jacques Raynaud, Vice-Chairman, Eurosport Group and Eurosport Events
Managing the sponsorship mix
Peter Walshe, Global Account Director, Millward Brown
Strategies for sales of corporate sponsorship programs to the corporate community
Daniel J. Torla, President, Entertainment Resources
The balance of rights - getting it right for a major sporting event
Bill Cooper, Director of Commercial Rights Management, Vancouver 2010 Olympic and Paralympic Winter Games
Legal & Regulatory Article:
The lessons learned from football: Sponsorships, contracts and 'right of first refusal'
Ron Urbach, Partner, Davis & Gilbert
Book review:
‘The Sponsorship Seeker’s Toolkit’ by Kim Skildum-Reid and Anne-Marie Grey
Reviewed by Nigel Dobson, Director (Sports Development & Services) and Executive Director (S.I.N.I.), University of Ulster
Editorial: What makes a good sponsorship?
Helen Day, Vice Chairman, ESA & Helen Day Consulting
Editorial: Sponsorship and the global economic crisis
Norm O'Reilly, Director and Associate Professor, Laurentian University
Guest Editorial: Exporting Pacific sporting brands to the world
Grant Dickson, Director, FORGE: Strategic Alliances and Sponsorship
General Articles:
The dos and don'ts of proximity marketing in sponsorship
Elaine Haines, Commercial Director - Global and Overseas Partnerships, Hypertag
The global sponsorship market: A review
William Fenton, Managing Director, Sponsorship Ideas
The aftermath of the Beijing Olympic Games: Sponsorship challenges and lessons learnt
Matthias Hanssen, International Director of Brand, Advertising and Olympic Marketing, GE
Gender-based sponsorship of grassroots events as an agent of corporate social responsibility: The case of a National Women’s Triathlon Series
Ann Pegoraro, Norm O’Reilly, Laurentian University and Nadège Levallet, Collège Boréal
Influence consumer behaviour towards your brand through experiential marketing and sponsorship
Kevin Jackson, Sales and Marketing Director, Jack Morton Worldwide
Understanding sponsorship and its measurement implication
Nicholas Cameron, Managing Director, Starfish Research
Integrating a not for profit partnership with a commercial brand: A case study
Scott Cordes, Communications Manager, Bayleys
Legal & Regulatory Articles:
Branded entertainment, legal and regulatory issues of product placement: The old is new again and more complicated than ever
James Johnston, Partner, Davis & Gilbert
No product placement please, we're British!
Carla Basso, Senior Associate, Osborne Clarke
Volume 2, Issue 3 – May 2009
Editorial: Getting the balance right: Being responsible in sponsorship
Helen Day, Head of European Policy, ESA & Helen Day Consulting
Editorial: Simple but effective sponsorship
Norm O'Reilly, Director and Associate Professor, Laurentian University
General Articles:
Deploying powerful creative sponsorship activation techniques for a global brand
Catherine Ladousse, Executive Director – Corporate Marketing and Communications, Lenovo
Is global brand marketing as rewarding as it first appears?
Nigel Hollis, Chief Global Analyst and Dede Fitch, Global Analyst, Millward Brown
Methods and metrics in sponsorship evaluation
Norm O’Reilly, Laurentian University and Judith Madill, Telfer School of Management, University of Ottawa
Building a sports brand
Andy Milligan, CEO, Ambrand
Sponsoring the FIFA Football World Cup: The good, the bad and the surprising
Gerd Nufer, Professor of Marketing and Management, ESB Business School Reutlingen, Reutlingen University
TV sponsorship: A brand’s best friend
David Brennan, Research and Strategy Director, Thinkbox
Selecting agency support: Best practice in brokering positive relationships
Pippa Collett, Managing Director, Sponsorship Consulting
Sponsorship impact on a football team’s brand equity
Elisabete Magalhães Serra, Universidade Lusófona do Porto et al.
Legal & Regulatory Article:
Managing sponsorship contracts through the recession
Rupert Earle, Partner and Kevin Groome, Solicitor, Bates, Wells & Braithwaite Solicitors
Volume 2, Issue 4 - Aug 2009
Editorial: Sponsorship to children: Protecting the innocent from sponsorship?
Helen Day, Head of European Policy, ESA & Helen Day Consulting
Guest Editorial: Women’s brands and sponsorship
Ann Pegoraro, Associate Professor of Marketing, Laurentian University
General Articles:
Ambush marketing in sport: An analysis of sponsorship protection means and counter-ambush measures
Nick Burton and Simon Chadwick, Centre for the International Business of Sport, Coventry University
Online recommendation as the ultimate yardstick to measure sponsorship effectiveness
Peter Steyn, Managing Director, Aha! Research
Using sponsorship as a form of public relations: Chevrolet and Major League Baseball
John Fortunato, Associate Professor, School of Business - Area of Communication and Media Management, Fordham University
A 2-way partnership to promote a cause
Rupert Springfield, Fundraising Manager, Dance4life
Managing television sponsorship: A proposal based on its assessment by agents in the Spanish advertising system
Pedro Reinares Lara, Department of Marketing and Ricardo Reinares, Department of Business Economics, Universidad Rey Juan Carlos
Measuring the role of emotional response in sponsorship effectiveness: The case of the Australian Tennis Open
Charles Bal, Pascale Quester, Professors of Marketing and Carolin Plewa, Senior Lecturer in Marketing, University of Adelaide
Is sponsorship planning on a par with ‘classic’ media planning?
Jean-Baptiste Felten, CEO, Felten & Cie
Legal & Regulatory Article:
Sports, sponsorship and arbitration: Legal and regulatory issues
Matt Carli, Lawyer, Studio Legale Avvocato